Categories
Email marketing

How We’re Using A Simple Email Strategy To Get Hundreds Of People To Sign Up For Cellphone Deals

If you had a cellphone comparison website, how would you go about getting people to apply for deals on your site? I don’t have a cellphone comparison website, but if I did, it might look like Phonefinder. You should check them out before you sign up for any local cellphone deals.

Now that I have given them a lekker free punt, let’s move onto the question at hand.

You’ve got a website, you need traffic (and the traffic needs to convert into cash), so how do you generate it?

Owning a website is much like owning a retail store. You have all these wonderful products on your shelves, but without constant foot traffic in and out of your store, you don’t have a hope in hell of selling your stuff, do you? In order to sell, you need eyeballs looking at your services and goods. It doesn’t matter if it’s a physical shop or an online one.

The guys at Phonefinder have stuff to sell on their website. They monetize the site by offering banner advertising opportunities, but more importantly by handing people, who are interested in cellphone deals, back to their partners (the networks).

So they approached us to drive more traffic to their website and to ultimately get people to sign up to deals.

But before we get into the “nitty gritty” of our successful email campaign, let’s have a look at how email fits into the digital marketing channel strategy.  It’s key because when it comes to web traffic there are only a handful of ways you can re-direct people to your site.

Digital Marketing Channels

  1. Web & SEO

So we can’t really help the guys at Phonefinder with their Web & SEO strategy. Truth is, by virtue of the fact that they are a reputable website, that has been around for a long while now and they have loads of daily traffic, a quick Google search  for the term “cellphone deal” confirms a Page 1 organic rank.

Looks like they have that traffic source covered.

* Screen grab of Google the search term “Cellphone deal”

2. Social Media

The guys at Phonefinder have this covered as well. Their Facebook page has more than 18 000 likes and I know for a fact they are playing in the Facebook advertising space to drive traffic to their website.

They don’t have a blog and they don’t need a micro-site strategy either.

But they do need an email marketing strategy.

We like to play in the email inbox space. That’s our game. So when the guys at Phonefinder asked us to start generating visits to their website, driven by email (and it needed to convert into deal requests), we couldn’t wait.

I’m not going to bore you with all the detail, only the stuff you want to know.

How are you getting 100 people a day to sign up for deals on the Phonefinder site via email?

After a little trial and error (we tore our hair out for a while) here is the secret ‘muti’ that has this email campaign firing.

Only 3 things have made the difference with this email campaign:

  1. We worked out what type of cellphone deals the marketing list engages with via email.
  2. We decided the marketing of the cellphone deal should happen in the email itself and not on the landing page.
  3. We made it easy for the people clicking through to the landing page to submit their details for a call back.

Let’s get into each of these specifically:

How important is it to know your audience?

I’m not sure there is anything more important, to be honest, and when it comes down to cellphone deals, price point really matters. What we found is that the email list, we are marketing to, well, they like “value deals”. They are price sensitive and are interested in cellphone deals that offer great benefits.

Here is an example to better illustrate my point. The image below is one of the Phonefinder promotional emails we recently ran. The first thing you can see is that we have gone for a R6 a day deal.

Why?

Because a cellphone deal for R6 a day seems like a give-away.

With this particular Phonefinder deal, you get a Samsung Galaxy J5 and a Power Bank and a 32GB USB drive and 1 GB Data per month. And all of that for R6 a day.

It’s seems too good to be true, doesn’t it.

And that is the hook right there folks.

The right audience, with the right deal…50% of the battle is won.

phonefinder_2

Why your email should do the selling?

I don’t like landing pages and in my next few blog posts I am going to prove to you that you can actually bypass landing pages (in certain instances that is). What is a landing page? It’s the website page you get re-directed to when you click on an email. And landing pages are almost always nothing more than klunky data collection forms used to get your details, so you can be sold a product and service.

And that’s cool. We want to sell products and services with email. But we don’t sell on the landing page!

Your email needs to do the selling, and if you need to collect details on your landing page, make it as easy as possible and use as little data collection fields as you can.

What we’ve done really well with the Phonefinder email campaign is we ran one deal per mailer and highlighted the benefits of the deal in the mailer.

So all we have really done is create a weekly email promotion that lands up in your inbox and highlights the following (nothing more or less)

  1. This is Phonefinder
  2. We have another great cellphone deal this week
  3. Here are the deal specifics
  4. Do you want to apply for this deal?

It’s short, it’s sharp and it’s really effective.

Why you need to keep your landing page short and sharp

Before I wrap up, here is a screen shot of the landing page. It’s uncomplicated and easy to complete. You want a call-back on the cellphone deal, so we don’t make it feel like a SARS e-filing tax return.

We continue to average more than 100 cellphone sign-ups per day via our Phonefinder email marketing initiatives.

We’ve only been able to do that because we understand our audience and bring them relevant deals. We make the promotional mailers really simple and only bring one deal a week. And we don’t do anything but collect the details on the landing page.

Need help selling a service or product on your website, using email?

Drop us a line.

Until next time.

Brendan

Categories
Email marketing

How To Generate Leads From Your Email Base Until The Cows Come Home

Can you run an email marketing, lead generation campaign over an extended period of time, without causing database fatigue? Yes you can, but you gotta be smart about it. Here are 5 tips to make sure your email marketing campaign generates leads until the cows come home:

  1. Find out if it works

If you are battling to generate leads from your email marketing campaign from day one, bin it quickly and move onto something that works. Don’t waste your time with stuff that clearly isn’t grafting. The data seldom lies, and if you have a product or service that your database actually likes, trust me when I tell you that you will see it in the results really early on. To get anything to work over the long-term, you need sufficient evidence, from the beginning, that it has legs. Find what works in your base and do more of it.

2. Pace your email sends

The problem with trying to run a marathon at a flat out pace from the time the gun cracks off, is that you are going to be out of gas early on in the race and will probably find yourself in one of those roadside tents nursing a  glucose drink from a pink “sippy mug”. The same can be said for database marketing. Hit the base too hard and you aren’t going to be left with anything over the long-term. The first thing you need to do is work out how often you want the base to receive your marketing material. Then establish how many leads you will generate from each send and then plan out a long-term delivery strategy.

A quick mental Q&A session will generally suffice.

Q) How often do I want to email my base this offer?

A) Once a month

Q) How many sends will I need to do a day?

A) 50 000, if I have a database of 1 000 000 and want to send evenly over 20 working days

Q) How many leads do I generate per 50 000 email sends?

A) +/- 70 leads

Q) How many leads in a full send per month?

A) 70 leads per day x 20 working days = 1 400 leads per month

Q) Is that sustainable over a long-term period?

A) Yes, provided I do a couple of things mentioned below.

3. Change out your subject line

Email marketing is all about the subject line (anybody who tells you something different, is lying). I’ve seen really ugly email creatives do particularly well because the subject line ‘hook’ was really smart and the offering was appropriate. If you are looking to run a product/service into your email database over a long period of time (months and months) you need to change up your email subject line on a fairly regular basis. Rule of thumb – don’t let your database see the same email subject line more than once.

4. Change out your email creative

Less important that the email subject line, but still a requirement. How receptive would you be to a TV advert that was run again and again and again over an entire year? So, if you have an advert that you want to run into your database, with the same product or service again and again and again, you need to keep things fresh from a creative standpoint. It’s just logical.

5. Remove the people who have taken up your offer

Let’s assume that you are running an email marketing campaign to generate leads for a healthcare provider, selling an insurance product. If someone has applied for and taken up the offer, it makes sense to remove that person from your marketing list, right? What would the purpose be of marketing something to someone who had already taken up the offer? There is no point!

Just to recap

  1. Test to make sure your base likes the offer
  2. Set up a campaign to deliver evenly over a period of time
  3. Change up your subject line
  4. Change out your email creative
  5. Remove those people who have already taken up the offer
  6. Crack a beer and watch the leads come in

Or you could just get us to handle your email lead generation strategy.

Drop us a line if you want to chat.

Until next time.

Brendan

Categories
Direct marketing

5 Ways To Convince Your Client “Direct Marketing” Isn’t A Dirty Word

Are you considering adding direct marketing channels, like sms and email to your client pitch, but you’re concerned the phrase “direct marketing” has a seriously negative connotation? We don’t want you worrying about being frog-marched from the boardroom and fretting about losing a potential pitch because you told your client they should send a text message instead of running a 728 x 90 banner on Fin24.

Why direct marketing has such a bum rap, I don’t know. It’s kinda like box wine, everybody used to enjoy a glass in the kitchen, now you wouldn’t be caught dead with your “papsak” at a braai (both are ‘oh so unfashionable’…). My point is that direct marketing has been around for decades because it works (just like wine in a box still delivers the same result as wine in a bottle) but in the new-age of digital marketing, buzz words like “programmatic buying” and “paid search”, are a much sexier sell to prospective clients.

So why is it that marketing managers are loathe to pitch an email or sms campaign?

Is it because email and sms marketing simply don’t work anymore? Nah, it’s got absolutely nothing to do with that!

It’s actually the “absolute directness” of direct marketing that has most marketing managers anxious about throwing it in the campaign mix – and as a result they completely overlook it. Sending an sms or email message directly to someone’s inbox gets people, who sign off on marketing budgets, so nervous that they would rather throw money in ten different directions before investing a cent into sms or email channels.

And it’s such a contradiction, isn’t it? We all have to agree that the most direct forms of marketing communication are the most effective. If I asked you if you want a slice of cake? Your answer would either be Yes or No. You can’t dodge the question because it is being fired directly at you.

But if I only left my cake specials up on my restaurant chalk board, would you even know the offers existed? Probably not. You have more chance selling cake by asking your patrons directly (no-brainer)

Direct marketing works because of the “absolute directness” of the message, but it’s the “absolute directness” of the marketing that has everyone getting all hot and bothered.

So where does the anxiety stem from?

4 letters sum it all up – SPAM

And SPAM is bad for another 5 letter word – BRAND

No brand wants to be associated with SPAM – An irrelevant or inappropriate message sent on the Internet to a large number of recipients.

Nowadays, every mass marketing message is considered SPAM. Seems a little unfair to me.

If the very definition of SPAM is ” an irrelevant or inappropriate messaging to a large number of recipients” then what if the messaging is:

  • very relevant
  • completely appropriate
  • sent to a small niche target audience

Is the marketing message then considered SPAM?

If I sent an sms marketing message to a group of moms with school going kids about after-school daycare services, at really affordable rates, would the message be:

  • irrelevant
  • inappropriate
  • considered mass marketing

Let’s get real! You need to call a thing a a thing! We can all recognize SPAM when we see it, but it would be naive to think that every bit of mass electronic communication is SPAM.

Here are 5 ways to convince your client that direct marketing should form part of their overall marketing strategy:

  • It’s perfectly legal to send direct marketing messages like sms and email (this is key)
  • A targeted, well thought-out marketing message, delivered by sms or email, to an opt-in database is not SPAM (it’s SMART)
  • People who respond to direct marketing messages are genuinely interested in your product or service
  • It’s far more measurable than other marketing campaigns
  • It’s far more cost effective than other marketing initiatives

If you still having a problem convincing your client, drop me a line and I will meet you at your next client pitch.

Brendan